Koo Kwang-mo, heir-apparent to South Korea’s fourth largest conglomerate LG Group, has become more eager to make an impression on the international stage after he was promoted in December as the head of LG Electronics Inc.’s Information Display (ID) division.

Koo spearheads marketing for commercial signage displays based on organic light-emitting diode (OLED) technology at the Integrated Systems Europe (ISE) 2018, the Europe’s largest audio and visual systems integration show running Tuesday (local time) to Friday in Amsterdam, the Netherlands

The 40-year-old son of a younger brother of LG Group Chairman Koo Bon-moo became the adopted son of the LG dynasty’s chief under the strict family legacy to hand down the group management to the eldest son. Koo has two daughters.

The younger Koo has apparently been groomed as the heir upon rejoining LG Electronics headquarters after he finished MBA course at Standford University in 2013.

LG Electronics are betting on expansion in digital sign demand in line with the digitalization age. To suggest the company’s confidence in the business, signage displayers went under ID division when Koo was promoted as the division head in December.

The ISE 2018 event would become a kind of coming-out party for Koo as other younger-generation heirs of family-run dynasties Samsung and Hyundai Motor Group had done.

LG Electronics will showcase its state-of-the-art panel-making technology at the show. It installed its transparent OLED signage and open-frame OLED signage at its booth. The 55-inch transparent OLED signage featuring outstanding picture quality allows visitors to check products and related information at the same time as products can be placed behind the screen. The LG OLED Canyon display that wowed attendees at CES 2018 held last month was also made based on the same technology.

OLED signage can be made thinner and more flexible than liquid crystal display (LCD) because OLED is self-luminous and does not require backlighting. Some industry experts believe OLED is more suitable for signage display as it offers vivid image quality that is not distorted at any angle.

“We will continue to provide optimal solutions for customers that meet the needs of various industries with our superior display products such as OLED signage that offers unrivalled picture quality and versatility,” said Koo.